Most online stores get their traffic from affiliate marketing channels. Another major source of traffic is natural search engine traffic. Many online store owners also opt for Google PPC advertisements to funnel potential buyers to their websites.
When it comes to driving valuable traffic to websites, social media is often talked of as an important channel. However, a recent survey by Monetate shows that social media sites aren’t sending much direct traffic to online stores.
Social Media and Ecommerce Sales
According the survey results based on millions of online transactions, social media brings less traffic (1.55%) than email marketing campaigns (2.82%). Search accounts for 31.43%, way beyond what social media offers. Also, only 0.71% of queries from social sites convert!
When you keep in mind the fact that people spend 23% of their time on Internet on social media sites, you will realize that the potential of using social media for driving online sales has not been fully exploited. The reason for the low amount of traffic and low conversions is because businesses have not been able to formulate the right models for leveraging social media.